Marketing research quizzes (final review)

The most complex of the primary scales of measurement is the

ratio scale

The ranking scale in the example below is called a(n):

Please rank the following coffee shops in Pittsburgh in terms of their atmosphere from 1 = the best to 4 = the worst:

__ Starbucks

__ Dunkin

__ La Prima Espresso Company

__ Redhawk Coffee

ordinal scale

According to the text, _______ are the simplest to use.

nominal scales

In marketing research, ________ scales are used to measure attitudes and opinions

Interval

One survey question asks: What is your gender? __ Male or __Female

What type of scale does it use?

Nominal

To measure the central tendency for nominal scaled data, you should use the following statistic:

mode

According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.

Mutually exclusive

Which scale is not an itemized rating scale?

continuous rating scale

Scales are only presented horizontally.

False

A forced rating scale is a scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

True

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

noncomparative scale

A scale with an equal number of favorable and unfavorable categories is called a(n) ________.

balanced scale

Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other?

a continuous rating scale

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

interval

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n) ________.

Likert scale

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

semantic differential scale

Scores on a 5-point Likert scale or 7-point semantic differential scale are typically treated as ________ data.

interval

According to the text, a single question that attempts to cover two issues is called a ________.

double-barreled question

A strategy for ordering questions in a questionnaire in which the sequence starts with general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the ________.

funnel approach

Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________.

filter questions

Open-ended questions that respondents answer in their own words are called ________.

unstructured questions

Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire?

identification information

Which of the following is the first step in the questionnaire design process?

Specify the information you need.

In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.

multiple-choice questions

According to the text, the data preparation process begins with:

checking the questionnaires for completeness

________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Editing

Which of the following is the last stage of the data preparation process?

selecting a data analysis strategy

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called:

coding

Categories are ________ if each response fits into one and only one category code.

mutually exclusive

According to the text, the symbol used in the assignment of codes to each possible response to each question is usually a(n):

number

In the marketing research process, data preparation and analysis comes immediately after ________ and before ________.

fieldwork; report preparation and presentation

Standard codes are recommended for coding missing data. The missing value codes should be different than the codes assigned to legitimate responses. For example, for a single-column variable (responses coded on a 1-to-7 scale) a code of ____ could be used for missing data.

9

________ represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Missing responses

The __________ statistic is used to test the statistical significance of the observed association in a cross-tabulation. It assists a researcher in determining whether a systematic association exists between the two variables.

chi-square

Which question can be answered by running cross-tabulation and the chi-square test?

Is familiarity with a new product (familiar, unfamiliar) related to education levels (some college or less, college degree or more)?

When using the chi-square statistic in cross-tabulation, the null hypothesis (H0) will be rejected only when the calculated value of the test statistic is greater than the critical value of the chi-square distribution with the appropriate degrees of freedom.

True

Cross-tabulation examines associations between variables, not causation.

True

Whereas a _____________ describes one variable at a time, a ______________ describes two or more variables simultaneously.

frequency distribution; cross-tabulation

When conducting cross tabulation analysis using the chi-square test, the alternative hypothesis states that:

There is an association between the two variables.

A statistical technique that describes two or more variables simultaneously and results in tables that reflect the joint distribution of two or more variables that have a limited number of categories or distinct values is called ________.

cross-tabulation

The null hypothesis, H0, when using the chi-square statistic, is that there is no association between the variables.

True

Two samples that are not experimentally related are called ________.

independent samples

When we test hypotheses, the two possible outcomes are

that we reject or we fail to reject the null hypothesis.

In hypothesis testing, when the level of confidence is C = 95%, then the level of significance is α = 0.05.

True

In the case of conducting the t-test on the means of two samples of observations, the samples can be ________ or ________.

independent; paired

It is believed that, on average, US consumers buy vitamins once every 90 days or less often. That means that the status quo assumes a time lag of 90 days or more between purchases.

A researcher claims that changes in US consumers' lifestyle have occurred in the past 2 years and that these consumers buy vitamins more often so the average time lag between purchases is less than 90 days. The alternative hypothesis to be tested is:

Ha: average time lag < 90 days

In the following regression equation Nike Attitude = 1.46 + 0.45 Nike Design

Nike Attitude is the independent variable and

Nike Design is the dependent variables.

False

When determining the correlation coefficient, r, it does matter which variable is considered to be the dependent variable and which the independent.

False

The correlation coefficient r measures the relationship between two ______ variables.

quantitative

A positive correlation means that ______________ and ___________________.

Both variables move in the same direction; r > 0

A procedure for deriving a mathematical relationship, in the form of an equation, between a single metric dependent variable and a single metric independent variable is called ________.

bivariate regression